Campaign details

Agency: First Partners
Brand: Mangaldeep

Situational Analysis

In a developing country like India, the problem of waste management is gigantic and complex; Swach Bharat programme alone does not have all the answers

With India's growing urbanisation and rapid economic development, the country is facing its worst ever waste management challenge. Over 377 million urban people live in 7,935 towns and cities and generate 62 million tonnes of municipal solid waste per annum. Only 43 million metric tonnes (MT) of the waste is collected, 11.9 MT is treated and 31 MT is dumped in landfill sites. The municipal authorities in the country struggle to treat and recycle the waste, not only because of issues of capacity, but because of the kind of waste that lands up with them.

One of the biggest challenges that all social waste programmes grapple with, is the mixing up of biodegradable wet waste and inorganic dry waste by citizens at the time of disposal, making it impossible to recover the recyclable dry waste.